New research highlights that low-frequency advertising in streaming fails to build effective brand memory. It argues that high exposure frequency is essential for long-term brand impact, a factor often overlooked in modern marketing strategies. The study found that brands shifting from linear TV to streaming experienced declines in site visits, indicating the importance of frequency.

Research by Dr. Karen Nelson-Field and VCCP Media reveals that distinctive branded assets significantly enhance effectiveness in low-attention digital environments, showing a 2.5x increase in business outcomes compared to weak branding. The study emphasizes the necessity of aligning creative with media to maximize impact, particularly as most digital ads receive less than 2.5 seconds of attention. A five-point plan is suggested for brands to optimize their asset usage and improve memory encoding in advertising.